Fujifilm’s Instax SQ40 exudes retro charm with large square film

Fujifilm’s line of instant cameras has grown again with the launch of the Instax SQ40. The new model takes retro cues from the Mini 40, while shooting large format square film like the previous SQ model.

Unlike the glossy plastic square format models of the past, the SQ40 is wrapped in faux black leather with silver accents. It’s 5.25 inches wide x 4.5 inches tall x 2.25 inches thick, so it’s much larger than the Mini 40 and other rectangular cameras. For easy carrying, it comes with a shoulder strap with quick release loop.

The lens is retractable and has three modes, starting with a completely “off” position that lays the camera relatively flat and pops off the protective cap. In the “on” position, it extends and the lens cap opens, giving a field of view as large as 65.75 mm (35 mm equivalent, presumably) for shooting as close as 19.7 inches. And finally, there’s a “macro” mode for selfies that lets you shoot between 11.8 and 19.7 inches, with a tiny mirror on the front so you can see yourself and friends.

It has automatic exposure and shoots on a 3.4- by 2.8-inch film size over a 2.4- by 2.4-inch image area on the Instax Square frame. Unlike some Instax models, there doesn’t seem to be any saving to digital format, so it’s about as analog as modern cameras get.

The SQ40 is priced at $150 and is expected to be available for purchase by the end of June 2023. The original white-border version of square film costs about $19 for 20 exposures, and a newer version (above) called Instax Square “Sunset” with a pastel shaded border is $15.75 for a 10-pack. Finally, Fujifilm released a new brown colorway for the Mini Evo priced at $200, also available in late June.